How do I set social media KPIs

FACEBOOK KEY FIGURES EXAMPLES

The best Facebook key figures & KPIs at a glance

✔ Various templates & designs ✔ Identify and monitor relevant Facebook key figures

A Facebook KPI is a transparent performance indicator that you can use to monitor, analyze and sustainably optimize the performance of individual aspects of your Facebook strategy as well as specific Facebook campaigns.

Here you will find an overview of the most important Facebook KPIs, which are considered in this article:

Number of fans

How is your fan base developing?

Our first Facebook KPI is the number of fans your Facebook page generated. If the Facebook fans were naturally won, this is a good indicator of whether your chosen content strategy is having the desired effect. Monitor the percentage development of your fan base in detail on a daily basis and analyze the underlying causes if significant fluctuations occur. For example, a large loss of followers could be based on a certain post from you, which does not correspond to the values ​​or beliefs of your fans. This should then be taken into account in your future content strategy and topic selection.

Performance indicators / recommendation for action

Analyze the development of your fan base in detail and identify the topics that are relevant to you in order to take them into account in your future content strategy.

Relevant showcase dashboard

Fan demographics

Who exactly are your fans?

Thanks to a detailed demographic analysis of your Facebook fans, you can check which target group you actually reach on Facebook. Maybe you are reaching a different target group than planned in advance? Then you need to check your original target group analysis and, if necessary, adjust your Facebook content. For example, if you have significantly more men and significantly older people among your fans than planned, you should, under certain circumstances, also produce specific content for this target group, insofar as it is relevant to the products or services you offer.

Performance indicators / recommendation for action

Analyze and define your specific target group on Facebook. These can sometimes be very different for different social networks. Use the findings from your analysis to personalize the content for your defined target group.

Relevant showcase dashboard

Page views of the fan page

How much reach does your Facebook page have?

In order to determine the potential, overall advertising effect of your Facebook page more precisely, you can fall back on the page views and reach (Reach = Unique Page Views). Here, too, it makes sense to monitor these in detail on a daily basis in order to determine the causes of positive and negative outliers. The ratio of page views vs unique page views also shows you how often a person viewed your fan page on average in the selected period. Another interesting Facebook metric in this context is the source of the generated page views. For example, Instagram is often a major source of traffic.

Performance indicators / recommendation for action

Analyze the main sources of your page views in detail and find out which sources bring the greatest benefit to your Facebook page and to what extent you can scale this traffic.

Relevant showcase dashboard

Actions on the side

Which actions do you want to force?

A central Facebook KPI to determine, analyze and optimize the desired target actions are the “actions on the page”. What is the main goal of your Facebook page? For example, do you want to generate traffic to your website or blog, do you want to make more phone calls or do you just want to provide potential customers with an easy way to plan a route to you? The potential target actions can be very different depending on the business model and your overall social media strategy.

Performance indicators / recommendation for action

Determine clearly which actions on your Facebook page are relevant to the achievement of your primary business goals and adapt your content and page design accordingly.

Relevant showcase dashboard

Reach per post

What is your average range?

Our first 4 Facebook metrics related to the performance of your entire Facebook page. Now let's take a closer look at the most important metrics at post-level. First, let's look at the average reach per post on the right, broken down according to different types of post. This enables you to take a closer look at the reach of the different types of post (e.g. link posts, video posts or picture posts). You can then analyze the posts with the greatest reach in the respective categories in more detail in order to identify the most interesting topics for your target group on Facebook.

Performance indicators / recommendation for action

The higher your average reach per post, the more potential prospects you can reach. The (organic) reach is a good indicator of success for general “awareness”.

Relevant showcase dashboard

Interaction rate per post

Which contributions promote interactions?

In addition to the reach discussed above, which is the basis for the potential success of your Facebook strategy, the interaction rate (engagement) is often mentioned as a key success indicator. Usually this is justified by the fact that a large organic reach can only be achieved with the help of interactions. H. through likes, shares and comments. By definition, every possible reaction to a post counts as an interaction on Facebook, for example also the link clicks. In our visual KPI example, we have again shown the different interaction rates for the different types of amounts.

Performance indicators / recommendation for action

Since high interaction rates are essential for a high organic reach, you should analyze your interaction rates for different types of posts in detail. Then set clearly defined goals and monitor them.

Relevant showcase dashboard

Click Rate (CTR)

What is a good click through rate on Facebook?

Since generating traffic and thus the number of link clicks is often the primary goal of Facebook marketing, the click rate is another key success factor. However, this can vary greatly depending on the industry and the specific subject areas. The CTR is calculated from the quotient of clicks and impressions. As a rule, the CTR of an organic post is significantly higher than that of an advertisement. Placement also plays a central role in Facebook Ads, but more on that later. As a rough guide, it can be said that a click rate of 3 - 5% for organic posts can be rated as good to very good.

Performance indicators / recommendation for action

Identify industry benchmarks and perform an in-depth analysis of your posts with the highest click-through rates to develop custom best practices for designing your posts to maximize CTR.

Relevant showcase dashboard
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Facebook Ads reach

How is the reach of your advertising developing?

Our last 3 Facebook KPIs are specific metrics for monitoring the performance of your Facebook ads. Since the size of the defined target group for your Facebook advertising and thus the reach is usually limited, the so-called "frequency", which shows the relationship between impressions and reach, plays a central role in your Facebook Ads management. A frequency of 2 means, for example, that this specific advertisement has already been shown twice to the defined target group on average. As shown in our visual KPI example, the frequency usually increases the longer a campaign is active for an unchanged target group.

Performance indicators / recommendation for action

In addition to the range, you should also monitor the frequency, as this has a potentially large influence on the click rate (CTR) and thus the potential click price (CPC). As a rule, the performance of your campaigns decreases significantly from a frequency of 4 at the latest.

Relevant showcase dashboard

Thousand Contact Price (CPM)

How does the CPM affect the CTR?

With Facebook Ads, you have the option to choose between payment based on link clicks or payment based on impressions. However, it is often recommended to pay according to impressions, as this can result in lower click costs in the long term. As a rule, however, the price per thousand contacts (CPM or CPM) increases with detailed, granular targeting of your target group. On the other hand, targeting that is as precise as possible helps you to address a clearly defined target group as individually as possible, which should then have a positive effect on your CTR and thus your click costs. Therefore, the challenge is often to find as granular a target group as possible with a moderate CPM.

Performance indicators / recommendation for action

Monitor your CPM and CTR for different campaigns and different ads over time. In addition, analyze the effects of an increasing frequency.

Relevant showcase dashboard

Cost per conversion

What is the cost per conversion?

Ultimately, predefined conversions are the main goal of paid Facebook campaigns. Ultimately, two factors have an elementary influence on the costs per conversion: a) the click costs (CPC) and the conversion rate on the landing page. As already explained, the click costs are largely determined by the CPM and the CTR. On Facebook, however, these also vary greatly depending on the respective placement, which we have shown as an example. In addition, the clicks for the various placements often convert very differently, so the placements with the lowest click costs are not necessarily the best choice.

Performance indicators / recommendation for action

Test and analyze as many different combinations of targeting and placements as possible in order to ultimately find your individual set-up with the lowest conversion costs.

Relevant showcase dashboard


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